Milk is back and so is the “Got Milk” campaign from the 90s because people are realizing the fake milk is not only gross, it’s also bad for you and not better for the environment than cow milk. According to The Wall Street Journal, “The dairy industry in California has faced years of challenges including a trend toward plant milk, the momentum seems to be shifting. Dairy milk sales in the U.S. declined 0.3% by volume over the 52 weeks that ended Aug. 10 and grew 4.6% in dollar terms, according to market research firm Circana.” Meanwhile, plant-based milks are losing market share, which the WSJ attributes to “rising prices of products in the category and consumers’ desire for “clean” ingredient labels.” Plant milks are anything but clean. They’re a science project full of seed oils, stabilizers, and chemicals — with a higher carb load and thus a bigger glycemic spike than dairy milk. “U.S. plant milk sales declined 6.1% by volume in the year ended Aug. 10 and 3.5% in dollar terms, according to Circana. The sector has been flattening and declining since hitting a dollar sales high in 2022.” It’s the same story across vegan products more broadly: the hype peaked in 2022 and reality is catching up. The Got Milk campaign revival is starting in California with 12,000 residents taking milk mustache photos in mobile studios across the state. I’ll admit, I have nostalgia for the campaign, though I always found the photos a little gross — food humor just isn’t my thing. My favorite was the Golden Lab who couldn’t swallow the peanut butter. The post Got Milk? appeared first on Redacted.